Malibu Rum

CLIENT: Malibu Rum

TYPE OF WORK: Web

THE CASE

BOOM! Marketing, Canada’s leading Experiential Marketing Agency, needed a promotional micro-site to capture sweepstake entries for their annual Malibu Rum summer promotion. The site design needed to support the brand re-alignment of Malibu Rum - from ‘Casual Caribbean’ to ‘So-Cal Cool’ - in order to connect with a younger demographic. The site also required age validation and two forms of entry: direct to the site, and via a QR code from LCBO stores, which provided users with 9 bonus entries.

THE APPROACH

A single-page long-scroll site was built using responsive design techniques to ensure a seamless experience on all devices. Running on a customized version of ExpressionEngine, the back-end generates custom lists depending on the form of entry. In addition to bonus entries via the QR code, an optional social share integration generates a bonus entry for those that share their entry on Facebook or Twitter. The site also includes the integration of both Twitter and Instagram's API with the introduction of a custom moderation tool via the back-end.

THE OUTCOME

The microsite launched on April 1st, just ahead of the peak summer season. To date there have been hundreds of entries from all over the province.